‘Timeless design’: Watch brand Shinola opens in Grand Rapids

GRAND RAPIDS, Mich. (WOOD) — City leaders and residents gathered Friday to celebrate the grand opening of Shinola in downtown Grand Rapids.

“Does anybody know what time it is?” joked Grand Rapids City Manager Mark Washington, standing in front of the watch store during the ribbon-cutting ceremony. “It’s time to move our city forward. And this is the kind of event that allows this community to continue to celebrate our forward momentum.”

The Detroit-based brand worked quickly with Rockford Construction to turn the space in the historic Peck Building, at 40 Monroe Center St. near Division Avenue, into a Shinola location, the brand’s first new retail spot since the pandemic.

While the goal was originally to get it ready in just over a month, the ‘aggressive’ timeline was delayed in November due to material shortages and construction.

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“One of the things that we always hold ourselves accountable to is an awesome experience for our consumers and we can’t cut corners,” Scott Zimmerman, Shinola’s vice president of merchandising, planning and direct to consumer, told News 8. “So when it came down to it at the end of the day, we had to make a decision and we decided to delay the opening to make sure that we had the experience that we wanted to give to our consumers.”

Getting Shinola to downtown has been a goal for city leaders for a few years. Richard App, the city’s retail retention and attraction specialist, said the city is honored to have a Shinola location.

“We’re excited to see what kind of a positive economic impact that Shinola will bring to our downtown to Shinola,” he said. “Your commitment to craftsmanship, quality and community aligned seamlessly with the values that we hold dear here in Grand Rapids.”

Downtown Grand Rapids Inc. President and CEO Tim Kelly said App had wanted to bring the brand to the area since he first started in his role.

“What he didn’t tell you is that when he first started this job, the first thing he said was ‘I’m going to get Shinola in Grand Rapids,'” Kelly said. “Two or so years later, he did. So I want to make sure he had special recognition.”

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Zimmerman said Shinola is “built around this idea of timeless American design.”

“We offer a range of products that you won’t find elsewhere that are meant to be loved and worn and handed down for generations,” he said.

The brand began retail operations 10 years ago. Its watches are designed and made in Detroit, where it opened the first new watch factory in the United States in more than 50 years.

Shinola has since built a “really loyal following in Grand Rapids,” Zimmerman said.

“We’re really excited to be here,” he said. “We’re excited to be part of the community, participate in community events like the World of Winter festival. So this is a great day for us, and we’re excited to be part of the community here in Grand Rapids.”

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